Neeru’s Em­po­rio adds a dash of style at Hyderabad Air­port

Outdoor Asia - - INDIAN UPDATE -

H yGHUaEaG’V 5aMLY GaQGKL , QWHUQaWLRQaO ALUSRUW JRW more glamorous re­cently, thanks to the stylish new cam­paign ini­ti­ated by Neeru’s Em­po­rio. The Laqshya +yGHUaEaG ALUSRUW WHaP KaV SXW WRJHWKHU GLVWLQFWLYH dis­plays to high­light Neeru’s pre­mium range of saris and tra­di­tional wear. The con­cept the team has used is a unique blend of brand ad­ver­tis­ing and sen­sory mar­ket­ing. So trav­el­ers at the Hyderabad air­port are now treated to some in­ge­nious ad­ver­tis­ing done by Neeru’s. This unique po­si­tion­ing gives the brand a stronger aVSLUaWLRQaO aSSHaO, aQG LV GH­fiQLWHOy aQ HyH FaWFKHU. The brief given to Laqshya team was to: Ex­e­cute a cam­paign that would help Neeru’s stand out from other In­dian de­signer wear, to en­sure max­i­mum ex­po­sure in the air­port which is fre­quented by In­dian and in­ter­na­tional trav­el­ers, to plan some­thing in­no­va­tive and unique. The /aTVKya +yGHUaEaG ALUSRUW WHaP KaG GHOLYHUHG WKLV EULHI given to them which has def­i­nitely caught the at­ten­tion of trav­el­ers at the air­port. In fact, the ob­jec­tive of the cam­paign was to go be­yond just cre­at­ing vis­i­bil­ity. While cre­at­ing enough ex­po­sure was nec­es­sary, the idea was also to give con­sumers a look and feel of the kind of gar­ments that Neeru’s has to of­fer. Thus real saris in a va­ri­ety of colours, styles and fab­rics are show­cased on man­nequins placed at the cen­tre of the bag­gage con­veyor belt. The saris dis­played are changed at reg­u­lar in­ter­vals to show­case the wide YaULHWy WKaW WKH EUaQG RIIHUV. ASaUW IURP WKH FRQYHyRU belt, Neeru’s Em­po­rio has also set up their cloth­ing dis­play in the shop­ping cen­ter of the air­port. The dis­play fea­tures man­nequins in daz­zling In­dian wear for both men and women. &RPPHQWLQJ RQ WKH FaPSaLJQ, AYQLVK .XPaU, DLUHFWRU, Neeru’s Em­po­rio said, “We are de­lighted that Laqshya could ex­e­cute ex­actly as per the idea that we had con­ceived and shared with them to cre­ate a highly HQJaJLQJ EUaQG LQWHUaFWLRQ aW +yGHUaEaG ALUSRUW ZKLFK is the gate­way to the great city for pre­mium au­di­ence. The prod­uct dis­play and the po­si­tion­ing are very much in sync with Neeru’s brand im­age and have helped con­nect our brand with an elite, im­age-con­scious au­di­ence that is both In­dian and in­ter­na­tional.”

Septem­ber 2013 Elab­o­rat­ing on the thought be­hind the cam­paign for Neeru’s, Shashi Sinha, Se­nior Vice Pres­i­dent, Rev­enue (0HGLa AVVHWV aQG ALUSRUWV) /aTVKya, VaLG, “7KH Neeru’s Em­po­rio cam­paign blends brand ad­ver­tis­ing with suit­able prod­uct place­ment. Be­sides en­hanc­ing brand value it also makes Neeru’s an as­pi­ra­tional brand for elite con­sumers. The air­port is an ideal lo­ca­tion to cre­ate this kind of brand im­mer­sion since air­ports alone can af­ford a cap­tive pre­mium au­di­ence in a very re­laxed and in­dul­gent en­vi­ron­ment. Hyderabad air­port is es­pe­cially ideal for re­tail ad­ver­tis­ing as there are many national and in­ter­na­tional vis­i­tors who come to Hyderabad. Since the city of Hyderabad is rich in cul­ture, his­tory and lo­cal art, al­most all th­ese vis­i­tors are look­ing at buy­ing some me­mento for their loved RQHV. 5HWaLOHUV ZLOO VXUHOy fiQG WKH aLUSRUW WR EH a IHUWLOH ground for sourc­ing cus­tomers.” The cam­paign com­bines the as­pi­ra­tional power of Neeru’s with its func­tional rich­ness as af­forded by a wide range that Neeru’s Em­po­rio makes avail­able un­der one roof

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